Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 562100
Title What Is the Right Delivery Option for You? Consumer Preferences for Delivery Attributes in Online Retailing
Author(s) Nguyen, Dung H.; Leeuw, Sander de; Dullaert, Wout; Foubert, Bram P.J.
Source Journal of Business Logistics 40 (2019)4. - ISSN 0735-3766 - p. 299 - 321.
DOI https://doi.org/10.1111/jbl.12210
Publication type Refereed Article in a scientific journal
Publication year 2019
Keyword(s) conjoint analysis - consumer behavior - E-commerce logistics - last mile delivery - mental accounting theory - online retail
Abstract

Nowadays, online retailers are offering a variety of delivery options consisting of varying combinations of delivery attributes. This study investigates how consumers value these delivery attributes (e.g., delivery speed, time slot, daytime/evening delivery, delivery date, and delivery fee) when selecting a delivery option for their online purchases. Mental accounting theory is used to frame the research and to suggest how mental accounts for money, time, and convenience influence consumer preferences for online delivery options. Specifically, the results of a conjoint analysis show that the most important attribute in shaping consumer preferences is the delivery fee, followed by nonprice delivery attributes. For individual attributes, significant differences are found in consumer preferences between gender and income groups. Cluster analysis reveals three consumer segments that show distinct preference structures: We identify a “price-oriented,” a “time- and convenience-oriented,” and a “value-for-money-oriented” consumer segment. This study has practical implications for online retailers when implementing suitable delivery strategies and designing effective delivery options to maximize consumer satisfaction.

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